Bar-code ads, readable only by mobile phones, are widely rolled out through interaction with magazine ads.Advertisements of "Premium Beer"(SUNTORY) and "Music Surround Features" (KDDI), with original footages and sound ads, are out on mobile sites. The advertisements are based on "Premiumness surrounding us". The theme underlies both these two products and feature-packed mobile phones. This is an innovative type of collaboration advertisement providing "mobile contents where users can download sounds from magazines."